Pengaruh Persepsi Resiko Dan Persepsi Nilai Terhadap Minat Beli Motor Listrik Di Indonesia
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi resiko dan persepsi nilai terhadap minat beli motor
listrik di indonesia. Polusi udara merupakan masalah serius di Indonesia, dengan dampak fundamental terhadap
kesehatan masyarakat dan lingkungan. Indonesia memiliki tingkat polusi udara yang tergolong tinggi, menurut laporan
dari IQAir (2022) menunjukan bahwa Indonesia berada di urutan ke-26 setelah China dengan nilai 30.4 (μg/m³).
Sektor penyumbang polusi terbanyak di Indonesia yaitu sektor transportasi dengan menyumbang polusi sebanyak 44%
dari penggunaan bahan bakar, diikuti oleh industri energi 31%, dan industri manufaktur 10% (Anugrah, 2023). Sebagai
tanggapan terhadap isu polusi udara, banyak perusahaan otomotif berinvestasi besar-besaran dalam penelitian dan
pengembangan untuk menciptakan kendaraan ramah lingkungan, seperti mobil dan motor Listrik. Metode penelitian
yang digunakan adalah penelitian deskriptif kuantitatif dengan menggunakan teknik sampling nonprobability,
melibatkan partisipasi 397 responden sebagai pengguna potensial Motor Listrik di Indonesia. Pengumpulan data
dilakukan melalui penyebaran kuesioner dan data yang terkumpul dianalisis menggunakan teknik analisis regresi
berganda dengan bantuan perangkat lunak SPSS versi 27 untuk Windows. Hasil penelitian bahwa persepsi resiko dan
persepsi nilai secara parsial maupun secara simultan berpengaruh positif dan signifikan terhadap minat beli Motor
Listrik di Indonesia.
Kata kunci-persepsi resiko, persepsi nilai, dan minat beli
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